Why the Salvation Army is now on Roblox

The Salvation Army is taking its Thrift brand to a new generation with the launch of "Thrift Score" - the world's first digital Thrift Store on Roblox. Launched on February 19, the experience is designed to meet Gen Z and Gen Alpha where they already shop, play and express themselves. Players can discover digital Thrift Finds for their in-game avatars.

The project was conceived and led by independent agency BarkleyOKRP and developed in partnership with immersive game studio The Gang. The experience reimagines a Salvation Army Thrift Store as a fully explorable and shoppable digital environment, introducing the brand and its Thrift offering to an audience who may never have visited a store in the real world.

Integration into popular Roblox games

"Thrift Score is directly integrated into several popular Roblox games, including Seaboard City and Daycare Party. This places the Thrift Store in environments that players already love and actively explore. The assortment includes creator and brand collaborations, player donations and digital replicas of real Salvation Army items. Users can browse racks and discover rare and limited edition items at accessible prices, ensuring broad participation within the Roblox player base.

"Thrifting has always been about more than just price - it's about creativity, individuality and purpose," says Lt. Col. Mark Nelson, ARC Commander at Salvation Army. "By bringing our Thrift Store to Roblox, we're introducing a new generation to the spirit of Thrifting at Salvation Army in a way that feels natural for the way they explore, play and express themselves today."

Limited UGC items from Roblox-Creator:innen

The experience also showcases special, limited edition UGC items donated by some of Roblox's most influential creators. Selected designs will be highlighted throughout the store. Participating influencers include PrestonPlayz, BriannaPlayz and RussoPlays, each contributing their own interpretation of thrift-inspired digital fashion.

"Gen Z doesn't think in terms of storefronts and shopping carts," explains Tim McCracken, SVP Creative and AI at BarkleyOKRP. "They discover through play, culture and exploration. Roblox gave us the opportunity to rethink what a Thrift Store could be in a digital-first world - one that is built around interaction and discovery while staying true to the Salvation Army's mission."

Max Proctor, CEO at The Gang, added: "Personalization is such a central part of the Roblox experience for its huge player base, which is why we loved the idea of bringing a Thrift Store to the platform with Salvation Army and BarkleyOKRP. We hope to bring some of the surprise and delight that people experience when Thrifting in real life to Roblox's huge audience."

Proceeds for social programs

As in the real world, proceeds from "Thrift Score" support the Salvation Army's mission to help people in need through rehabilitation, recovery and community programs nationwide. The Salvation Army helped nearly 24 million people overcome poverty, addiction and economic hardship in 2023.

The Salvation Army's digital Thrift Store is live on Roblox. Players can search for "Thrift Score" at salvationarmythriftscore.com.

Responsible at Salvation Army: Lt. Colonel Mark Nelson (ARC Commander). Responsible at BarkleyOKRP: Tim McCracken (SVP Creative and AI). Responsible at The Gang: Max Proctor (CEO).